Hindi weekly newspaper Chauthi Dunia has strengthened its foothold in Uttar Pradesh/ Uttarakhand with the launch of its hyper local edition in these two states on November 22, 2010. The edition consists of 20 pages, including 4-8 pages for local news and is priced at Rs 5. Prabhat Ranjan Deen is the Editor looking after the Uttar Pradesh/ Uttarakhand edition.
Speaking on this development, Santosh Bhartiya, Editor-in-Chief, Chauthi Dunia, said, “After launching the Bihar and Jharkhand edition last year, this was a logical extension for us. Our newspaper is for decision makers and we would like to target the same elitist readers in Uttar Pradesh and Uttarakhand as well.”
Speaking on the competition, he said, “We have direct competition from weekly newspapers and magazines. Our newspaper is a cult product with attractions like fine print, design and paper. In Bihar, our newspaper has taken over some of the Hindi weekly magazines in some places.”
Bhartiya further said that as newspaper was not yet registered with either ABC or IRS, it was set to target the advertisers on the basis of credibility of the content. “Advertisers will surely recognise our target readers because most of our readers have higher purchasing capacity. We have received advertisements worth R 8 lakh in the first day of the launch,” he claimed.
Interestingly, newspaper has not introduced any campaign to support the latest launch.
Prior to this launch, almost a year back, Chauthi Dunia had launched its Bihar and Jharkhand edition. Also, earlier this year, in the month of May, the newspaper had launched its Urdu edition.
It may be recalled that Chauthi Duniya was revived after a gap of 17 years in 2009. The Sunday paper, which had closed down in 1992 after a six-year run, made a comeback in its new avatar on March 29, 2009.